"We don’t have any real data on what works. So I continue with my informal surveying, asking individuals what they were reading or looking at or to whom they were talking at the moment that they began thinking about veganism." [...]

"Until we have that research, we have to be humble enough to know that we’re all stumbling around to some extent. We shouldn’t be dismissive of any (non-offensive) campaign or message or book just because we don’t like the way the message is presented. Nobody knows the one and only true way to promote veganism and animal liberation. And we are likely to end up being surprised by some of the things that work."